Retailers already use bar-code data to understand consumer behavior and to create and segment customer profiles using purchase data. This data tells the retailer how often you visit, whether you visit the same store or different ones in the chain and ties individual users to their purchases during each visit.
Now retailers are going a step further. They want to understand what customers do inside the store. A consortium of major retailers (including Walmart, Coca Cola and P&G) is testing a system that uses infrared rays to track which exact aisle shoppers visited and which ones they ignored. This will help them refine their in-store marketing initiatives like aisle displays or for buying ads on in-store TV networks.
Do you think this is a bit intrusive?
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Wednesday, September 27, 2006
Intrusive Marketing?
Retailers already use bar-code data to understand consumer behavior and to create and segment customer profiles using purchase data. This data tells the retailer how often you visit, whether you visit the same store or different ones in the chain and ties individual users to their purchases during each visit.
Now retailers are going a step further. They want to understand what customers do inside the store. A consortium of major retailers (including Walmart, Coca Cola and P&G) is testing a system that uses infrared rays to track which exact aisle shoppers visited and which ones they ignored. This will help them refine their in-store marketing initiatives like aisle displays or for buying ads on in-store TV networks.
Do you think this is a bit intrusive?
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